YouTube to implement new terms of services for content creators- Pros and Cons
What is the first thing you prefer, when you need to learn something? Yes, we watch a video on YouTube (well, most of the time). No matter what it is, there’s anything and everything you can search on this single platform. Many of us just rely on YouTube for almost every chore, big or small. Have you thought about how you consume this online content every single day? You guessed it right, there are thousands and thousands of creators out there, who design these videos for us to consume.
In a recent announcement, YouTube has revised its terms and policies. Following which the online video platform can place more advertisement on any content of its choice. Furthermore, it has also announced that it will not share the revenue from these ads with the creator of that particular content. Previously, the term dictated ad placement on popular channels under YouTube Partner Program only. These content creators then also shared a part of the revenue from the ads with YouTube.
As per the statement, “You grant to YouTube the right to monetize your content on the service (and such monetization may include displaying ads on or within content or charging users a fee for access). This agreement does not entitle you to any payments.”
This new term will carry through June. We are now wondering to the question if these new policies will affect the overall earning of the content creators. So we ask the industry to put some light on the topic, “YouTube to implement new terms of services for content creators- Pros and Cons”
Ms. Ambika Sharma, Founder & MD, Pulp Strategy opines:
“YouTube announced its right to monetize all content on its platform, creating quite the flutter. It is a big change and not everyone is happy. To quote YouTube “Starting today, we’ll begin slowly rolling out ads on a limited number of videos from channels not in YPP. This means as a creator that’s not in YPP, you may see ads on some of your videos. Since you’re not currently in YPP, you won’t receive a share of the revenue from these ads, though you’ll still have the opportunity to apply for YPP as you normally would once you meet the eligibility requirements.”
It means channels that did not want ads on their videos and are not part of the YouTube partner program will have ads served on their content anyway, however non-YouTube partner channels will not get paid for ads on their content. It will miff content creators especially brands who are using free channels on YouTube. Now it seems YouTube is going to chuck in ads into their content whether they like it or not.
Many content creators like artists, influencers & brands consciously choose not to put ads on their content so their fans and followers can view their content disruption-free. However, now they will not have that choice. On the other hand with advertising rates under strain YouTube has suddenly expanded its inventory and revenue. It also gives advertisers a bigger opportunity to reach their audiences.”
Ms. Chaaya Baradhwaaj, Founder & MD, BC Web Wise says:
“More ads is not a pleasant experience, and not sharing revenue is ok for those who are not looking at Youtube for monetization, but definitely discourages content creators. Further, if we are not allowed to disable ads, then it affects branded content. All in all Youtube’s new policies are not looking good for the creators, brands, or the audience.
Possibly charging a nominal fee to any Youtube user, starting a subscription, in an era where the audience is increasingly comfortable paying for OTT content, and digital payments could have been a better approach. Currently one has to pay for Youtube Premium services, which you will not opt for since there is so much free content. Definitely, they can try to experiment in markets were paying for online content is much higher rather than the new policy that they have announced.”